Method for displaying designer perfumes in non-traditional retail locations

ABSTRACT

EPZ Trading has designed the “Image Enhancer,” which is a perfume and cosmetic display case for use in non-traditional retail locations that enhances the image of the location and maximizes product sales. The invention uniquely was invented for the dual purpose of displaying designer brand perfumes and/or cosmetics in an attractive, transparent upper display case and storing perfume inventory in an opaque, locked lower storage cabinet. The combination of attractive display(form) and secure storage (function) is the unique aspect of this free-standing display case design.

BACKGROUND OF THE INVENTION

1. Field of Invention

This invention relates to a method for displaying designer brand perfumes in retail locations, including convenience stores, car washes, beauty salons, and other locations as specified herein.

2. Background of the Invention

This novel consumer product display case, dubbed the “Image Enhancer” has been designed for non-traditional retail locations. Combining form and function, each attractive display case includes a locking cabinet for storage of inventory. The unit is designed to stand alone on the retail floor, with the transparent display case stacked atop the opaque, lockable storage case.

BACKGROUND OF INVENTION—OBJECTS AND BENEFITS

EPZ Trading proposes that the existing methods for displaying designer brand perfumes in non-traditional retail locations are limiting potential product sales. The EPZ “Image Enhancer” display case provides non-traditional retail locations with an up-scale display design that helps enhance the image of the retailer, while also helping to sell additional product-form and function.

EPZ's new Image Enhancer display cases consist of a highly efficient, lightweight design. The units are designed to stand alone on the retail floor, with the transparent product display area stacked atop the opaque, lockable product storage area. The Image Enhancer display case has been designed for rugged in-store conditions, and can be moved around easily to maximize exposure to customers.

BACKGROUND OF THE INVENTION—RELATED ART

The present invention relates to a novel designer perfume display case which has the dual utility of displaying a selection of diverse designer brand perfumes in a securely mounted arrangement and a conventional means for maintaining a supply of displayed items in a locked storage unit conveniently accessible to the salesperson.

In the related art, the following patents are known to the Applicant, here listed for consideration of the examiner: Patent No. Issue Date Patentee 3,847,285 Nov. 12, 1974 Leprince   267,379 Dec. 28, 1982 William   290,534 Jun. 23, 1987 Wendkos   336,184 Jun. 8, 1993 Borgen   370,373 Jun. 4, 1996 Brown 5,690,402 Nov. 25, 1997 Koppe   428,737 Aug. 1, 2000 Forshay

Prior art indicates a need for unique functional designs for product display cases depending on the products being sold and the environment in which they are being sold. Leprince (U.S. Pat. No. 3,847,285) has designed a display case for the purpose of displaying wigs and cosmetics. The display case is illuminated from the interior to enhance the appearance of the items on display. William (U.S. Pat. No. 267,379) has designed a cosmetic display unit that is primarily ornamental. The unit is designed to attract the type of buyer who would be interested in cosmetic products based on its appearance to the purchaser. Wendkos (U.S. Pat. No. 290,534) has also designed an ornamental display case that is primarily for cosmetics as it includes a mirrored panel to allow product testing by the purchaser. Borgen (U.S. Pat. No. 336,184) has also designed an ornamental product display case that is meant to attract purchasers by virtue of its appearance. It makes no claims to novel functional utility. Brown's (U.S. Pat. No. 370,373) display case is similar to Borgen's, claiming no new functional utility but rather alternative ornamental design. Koppe (U.S. Pat. No. 5,690,402) has designed a functional display case intended for multiple products, including potentially perfumes. Its design includes an attached product storage cabinet. Forshay (U.S. Pat. No. 428,737) has designed an ornamental display that includes a product-testing feature for purchasers.

This prior art indicates that innovation in product display technologies is an important part of retail success. Product innovations are important, but appropriate packaging, display, and positioning of a product within a store's merchandise mix can spell the difference between success and failure of a product line.

EPZ Trading has developed a perfume display case, known as the Image Enhancer, to maximize sales of designer perfumes in non-traditional retail locations. These locations include convenience stores, hair salons, car washes, and others. Such locations need product displays that are easy to stock, easy to move about, and don't require a dedicated sales person. The displays must be transparent, to enable viewing of the product, and they must include handy product storage to minimize transaction times.

BACKGROUND OF THE INVENTION-OBJECTS AND BENEFITS

The prior art described above indicates that others have recognized the importance of product display in selling merchandise to retail customers. Non-traditional retail locations, such as convenience stores, car washes, hair salons, and others have only limited space for retail displays. Thus, owners/managers of such locations must be selective in which merchandise they display and how they display it.

The convenience store channel, for example, has become increasingly important for distributors of a wide range of products, as the American consumer has grown used to so-called “fill in” shopping trips. Today, the average U.S. household makes 12.8 such trips to local convenience stores per month. This represents more than 67% of all shopping trips and over 31% of all shopping trip dollars. Health and beauty care represent a growth opportunity for convenience stores, representing 2.1% of current sales. Industry analysts recommend that convenience store owners increase their health and beauty care merchandise mix to enhance their customer mix and image. They also recommend that this category be represented by top quality, competitively priced products. In 124,500 locations, the convenience store industry delivers products to more than 100 million consumers each day.

The EPZ Image Enhancer product display case is designed to assist these non-traditional retailers in selling designer perfumes to customers. The attractive, lightweight, and easy-to-move display is virtually trouble-free. This versatility to offer high-end products to customers in a trouble-free manner enables the non-traditional retailer to develop a compelling new revenue stream with little additional effort.

SUMMARY OF THE INVENTION

EPZ Trading has designed a perfume display case for use in non-traditional retail locations that enhances the image of the location and maximize product sales. The invention has dual functions of displaying designer brand perfumes in an attractive display case, and storing inventory in a locked lower storage case.

DRAWINGS—FIGURES

The floor standing Image Enhancer display unit is shown in FIG. 1. FIG. 2 shows the counter-top model of the Image Enhancer display case.

DETAILED DESCRIPTION OF FIGURES

FIG. 1:

FIG. 1 shows the floor-standing Image Enhancer product display case. The upper half of the display case is the product display area and the lower half is the storage area. Transparent sides and shelves characterize the product display area. Opaque sides and shelves, along with a locking door, characterize the product storage area.

FIG. 2:

FIG. 2 shows the opaque, lockable, product storage area. This area provides the retailer with sufficient inventory to sell the products displayed in the transparent display case which rests atop the storage cabinet.

CATALOG OF THE ELEMENTS

To aid in the correlation of the elements of the invention to the exemplary of the drawing, the following catalog of the elements is provided:

10: Product display area

11: Transparent sides

12: Transparent shelves

13: Product storage area

14: Locking door

15: Product storage shelves 

1. A rectilinear display case having all four sides transparent and the top wall transparent, said case having a plurality of horizontally arranged stacked shelves, spaced upwardly and mounted at opposite ends to said opposing side walls;
 2. Said display case including a lockable, opaque storage cabinet beneath the transparent display case with storage area having a plurality of horizontally arranged stacked shelves, spaced upwardly and mounted at opposite ends to said opposing side walls; and
 3. Said display case being made of lightweight yet durable materials; and
 4. Said display case being designed exclusively for the display of consumer products in retail locations; and
 5. Said display case being designed a floor-standing model; and
 6. Said display case affording easy customer viewing of products via said transparent display area; and
 7. Said display case capable of holding and displaying products on multiple stacked shelves; and
 8. Said display case capable of securely storing product in locked storage area beneath display area. 